A store identity developed for Elena Brennan, the owner of this Philadelphia-based shoe boutique. Wanting to convey the atmosphere recalled so fondly from her youth in London, Elena hoped to bridge a distinctly British heritage with the store's location in the United States. The business cards, letterhead and signage all employ layering which only register a full mark when viewed with the intended degree of transparency. In that way, the identity expresses ideas related to memory, recall, reminiscence, reflection and fading. Further pushing the construct, the core circle and bar shapes are also completely separated for use on bags, postcards and receipts. Window displays were also developed to foster collaboration with local and international artists, rotating on a regular basis.